Luke Littler becomes latest celeb to trademark own face to curb AI copycats after surge in stars being targeted

Darts sensation Luke Littler has become the latest celebrity to trademark his own face in a bid to crack down on AI copycats.

The teenage star has filed an application to protect the use of his image across a wide range of products, from computer games to cartoons.

His move comes as a surge of unauthorized AI-generated content continues to use celebrities’ faces and voices without consent.

In the United States, actress Scarlett Johansson even threatened legal action against OpenAI, accusing the company of replicating her voice without permission for one of its AI assistants.

Meanwhile, in the UK, TV personality Jeremy Clarkson was among the first stars to officially register his likeness with the Intellectual Property Office back in November.

Now Littler, 19, is following suit with a similar application aimed at protecting his image from online counterfeiters. The filing covers a wide range of merchandise, including darts equipment, jewellery, clothing, alcohol, and snack products.

Earlier this year, the Warrington-born star also submitted trademark applications tied to artwork featuring his catchphrase “born to win.”

He had already taken steps in the US last summer to trademark both his name and his nickname, “The Nuke.”

Littler’s rapid rise has been nothing short of remarkable. He became a household name after reaching the PDC World Darts Championship final at just 16 in 2024, before going on to win titles in both 2025 and 2026.

Now a millionaire, he has previously made it clear that he’s thinking long-term, saying: “I want to put my money away and save up.”